Exeed is Chery‘s upmarket export brand, sitting above Omoda, Jaecoo and Lepas in positioning, aimed at buyers who want genuinely premium styling and equipment rather than value pricing. The name is a contraction of “exceed,” reflecting its ambition to compete with established luxury marques rather than mainstream rivals.
Exeed Overview
Exeed launched in 2017 with combustion and hybrid SUVs like the TX and TXL, but its more recent focus has shifted decisively toward electrification under the “Sterra” sub-line, a range of genuinely sophisticated EVs and range-extender hybrids starting with the Sterra ES sedan in December 2023, followed by the Sterra ET SUV in January 2024. Exeed has grown quickly on the back of this push, recording cumulative sales of over 109,000 units between January and November 2025 alone, and struck a notable partnership with motorsport body ACO in December 2025, becoming the first Chinese brand to sign an agreement with the organisers of the Le Mans 24 Hours.
Exeed has not launched in the UK, though its Chery stablemates Omoda, Jaecoo and Lepas are all already established here, giving the wider Chery group a genuine foothold to eventually build on if Exeed follows. Worth being candid about the timeline, though: Chery first announced UK plans for Exeed back in 2023, initially targeting a launch within roughly two years, and 2026 has been floated more recently as a possible year for entry. As things stand, there’s been no confirmed date, pricing or dealer announcement to back that up, this has been a live ambition for several years now without a concrete UK launch to show for it.
Available In
- Asia
- Not Available in UK
Availability shown is approximate, check the manufacturer's official website to confirm for your country.
